Purpose This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior ...

Davranışsal örüntüleri tespit etmede genel olarak kullanılan fMRI yöntemi pahalı ve pratik olmayan özellikleriyle dikkat çekmektedir. Buna karşın yakın kızılötesi spektroskopi (fNIRS) yöntemi daha ucuz ve portatif özelliklere ...

The prefrontal cortex (PFC) plays a crucial role in human reasoning and decision-making. Studies using neuroimaging techniques have shown that situations involving conflicts lead to increased activity in both the prefrontal ...